Your sales team doesn’t trust content marketing because they believe all it does is clutter up their day to day with a bunch of garbage leads. They don’t have time to waste effort nurturing a poorly qualified lead in order to get it into their pipeline. What they want is to have their pipeline filled up with accounts that actually have some potential. They want to close more deals more quickly. They want their quota retired as swiftly as possible. And they just don’t believe that content marketing is the key to doing that.
So how do we better serve them? By defining the big idea.